Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children

Manel Mzoughi; Joël Bree

Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children

Manel Mzoughi ¹ Joël Bree ^{2, 1}

1 NIMEC - Normandie Innovation Marché Entreprise Consommation

Abstract : This exploratory study aims to provide an explanation for the brakes to the adoption of toy-packaging targeting children and may be related to age and gender. In the light of 21 semi-structured interviews with children, we propose to identify the characteristics able to generate a targeting error and subsequently a negative affective response to the brand.

Keywords : affective response targeting children toy-packaging

Type de document :

Communication dans un congrès

Domaine :

Sciences de l'Homme et Société / Gestion et management

Liste complète des métadonnées

https://hal-normandie-univ.archives-ouvertes.fr/hal-02022310
Contributeur : Joël Brée <>
Soumis le : dimanche 17 février 2019 - 17:55:34
Dernière modification le : jeudi 6 juin 2019 - 16:42:40

Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children

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Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children

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